Dirt Dynasty

Let us break it down for you: This website is literally all about worm poop, and yet, it’s attractive and successful, bringing in tons of business every month. And it doesn’t get much better than this Creative Genius inspired brand: “Dirt so good you’ll soil your plants.”

Click the links above to learn all about the unparalleled web marketing services that iNET provided Dirt Dynasty

Dirt Dynasty - Wisconsin Vermicompost Vendor

All kids who grow up on a farm love squishing muck between their fingers, but only Kris & Hardy Sawall learned how to turn a profit from it. According to their story, these guys got a hands-on education in sustainable organic farming between sneezy hay fights with Grandpa. When Kris grew up, he acquired a 13 acre farm in Slinger and adorned it with 160,000 writhing nightcrawlers. The resulting “vermicompost” is plant ambrosia. It's an organic fertilizer that sanctifies houseplants, tomato plants, grass, orchids, blueberries and grapes and has hundreds of botanical applications for southeastern Wisconsin’s green thumbs.

iNET Web digs the Dirt Dynasty guys for bunch of reasons. They know how to take crap. Literally. They’re fans of cheeky radio advertisements, and they peddle a plant superfood untainted by toxic fertilizer. The value-add of vermicompost: clean, pure produce that is 125% larger than plants treated with fertilizer. The profit-potential is self-explanatory. Dirt Dynasty just needed to market it.

Website Dilemmas

iNET Web has marketed some product doozies, but we’d never been asked to market loads of crap. It's a tough sell for Milwaukee, especially because we get it for free half the year in Lake Michigan. Adding insult to injury, the early years of the vermicompost industry were marred by swindlers. No federal regulations existed to determine quality standards.

To generate profit, iNET Web needed to cultivate an edgy, tongue-in-cheek web presence while still positioning the Dirt Dynasty brand as a legitimate and modern fertilizer. Our branding needed to say, “Yes, we know it’s bizarre to sell worm poop, but this stuff is astonishing.”

Website Technology Implemented

Website Outcome

Our prolific iNET Web designers nearly lost their s### over the potential for earthy, visceral page concepts that sell dirt. They fused HD stock photos of plants, soil and worms using design software. The result was a textured soil panorama background for the homepage. Plant roots clung to the multi-hued soil. Worm tails wriggled in the lichen. It was almost pungent. Enhancing the panoramic feel, the down scroll revealed another level of botanical texture. The Dirt Dynasty logo (created by iNET Web) appeared branded into a reclaimed barn board retaining wall, caked with mud.

If the design wasn’t cool enough, one of our copywriters who makes Don Draper look like a toddler with a Tickle-Me-Pink crayon unearthed this tagline: “Dirt so Good You’ll Soil Your Plants.” The whole site is a study in compelling content. Check out the farmers and gardeners page for your next lakeside read.

Kris and Hardy liked the design and copy. Oh yeah, they also liked the quadrupling of their web traffic, the doubling of customer contact rates and their bumper crop of profit. They were also big fans of the 150 tons of casings requested by a Washington state apple farm. The manager found Dirt Dynasty through a Google search. That is a six figure request from an iNET Web SEO lead.

By tapping the most talented web designers in southeastern Wisconsin and generating compelling content. iNET built Dirt Dynasty into an edgy, yet credible brand and helped move them from obscurity into...PAY DIRT.

Contact iNET Web now to reap profits for your Milwaukee business. We’ll market what you have, even if it just loads of crap.

Creative is an intangible. There aren’t many great creatives in radio. In branding there are less. In strategizing there are even less. Most companies have no BRAND. The products and services are amazing, the businesses are often brilliant. There is just nothing for consumers to grab and buckle themselves into. The web sites are also no influence in creating the brand, brand strategy, ad concept or ads.

iNET creative has dozens of mind traps and hooks. Duplicitous meanings and meanings left for the listener to decipher or wonder at. While these traps can get a listener stuck in a thought midstream over two, three, twenty exposures they force acceptance of the message and action. When they discover the hidden hooks listeners feel like insiders, part of the story and part of the brand.